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The authors argue that deliberation distracts consumers from the most relevant information at hand. They say that someone asked to scrutinize jellybean flavors might prefer chocolate one time and lemon the next. "Deliberation introduces noise into the decision-making process," Nordgren says. "Thinking too much somehow brings someone away from the true preferences." Nordgren says the best - and most consistent - decisions are made very quickly, by tapping into the intuition. When there is little information to consider, deliberation does not matter. As information becomes more complex, deliberators weigh the information differently from one time to the next, leading to inconsistent decisions.
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